We need to change the way we think about ageing

Most of us unwittingly hold ageist beliefs - do you?

Take the challenge

Ageism affects all parts of life

Ageism is the most widespread form of discrimination in the UK*

Half of people aged over 50 in England experienced age discrimination in the last year

At least a third of people hold ageist beliefs

1 in 5 employers believe that age discrimination occurs in their organisation

Children as young as 3 begin to develop stereotypes about older people

Half the public believes UK society is ageist

Only 1 in 20 TV adverts feature people aged 70 or older

Ageism can cause people to delay seeking treatment for a health issue 

Learn more about ageism

Positive depictions of later life

We’ve created the first free library showing positive and realistic images of over 50s

View our image library
Speech bubble

Challenge everyday ageism

Learn how to call out ageism in everyday conversations using our guide

Read our guide

Take a stand against ageism

Thousands of people have signed up to put an end to ageism, will you?

Join the movement
Two women pose next to an Age Without Limits banner

Action Day 2024 - See and Be Seen was celebrated across the country

More than 60 fantastic events marked the first ever Age Without Limits Action Day on 20 March 2024.

Find out more

Read our stories

Photo of Colleen

Colleen's story

Colleen, 66, from West London, takes a very positive view on ageing, feeling that it’s a privilege to get older. Always a keen follower of…

Read story
Photo of Rosemary Mallace

Rosemary's story

Rosemary is a passionate advocate for older people exercising, and regularly sharing her advice in the media and on her Strong After Sixty YouTube…

Read story
Photo of Tony Lush

Tony's story

Tony has lived his life ‘footloose and fancy-free’, but health issues have slowed him down in recent years and he feels frustrated by the medical…

Read story
Older man on the street socialising

Write for all ages

When we talk or write about ageing and older people, it’s essential to break away from generalisations and outdated ideas, and that we take care with the language and phrases we use. 

Learn how to create materials and content that are engaging, inclusive, and appealing to all ages.

 

Read our comms & writing guide
Older woman at a cafe

Can’t teach an old dog new tricks?

Older applicants are less likely to be hired, and once employed, less likely to receive training.

Find out how to take a stand against ageism in your workplace with the help of our Age-friendly Employer Pledge.

 

Take a stand in your workplace

* Ageism is the most widespread form of discrimination: anyone can experience it. However, the probability of being discriminated against is higher for people with other particular protected characteristics including ethnicity, religion, and sexual orientation